BETBY Report Details Football Betting Behaviour Changes Between 2022 and 2026 World Cups
BETBY released its 10 World Cup Insights report comparing 2022 and 2026 betting patterns. Key metrics show 18.84% of bets via tournament pages, desktop yielding 30.24% of turnover from 13.14% of players, and rising BETBY.Games activity on non-match days. The analysis targets engagement drivers across all betting layers.
SCCG Take — Operators should apply these specific behaviour shifts to refine year-round product and promotion strategies rather than treat tournaments as isolated acquisition events.
BETBY has released a report titled 10 World Cup Insights for the Next 10 Months of Football. The document analyses shifts in betting behaviour between the 2022 and 2026 tournaments and identifies resulting requirements for sportsbooks during the current season.
The study addresses every layer of engagement from match-result betting and player props to sportsbook features, products and promotion campaigns. Players have started interacting with football differently. Only 18.84 per cent of World Cup bets arrived through the dedicated tournament page.
Desktop accounted for 13.14 per cent of World Cup players but 30.24 per cent of World Cup turnover. On days with no World Cup match, activity across BETBY.Games rose rather than fell. The report identifies factors behind x2.96 average stake growth.
Observed Behavioural Shifts
The report examines what drove engagement behind the stake increase and why operators should look beyond bet growth in the new club season. It details stark shifts in markets and player props across the last four years. Sources of World Cup bets and implications for event discovery also receive coverage.
The tournament reached four out of five BETBY players yet generated less than half of all bets.
Application to the Current Season
Stefanos Karakidis, Business Development Director at BETBY, stated: “Most operators came out of the World Cup with better numbers, but few could explain why. The majority viewed the tournament primarily as an acquisition opportunity, when that was arguably the least interesting aspect of it. The tournament reached four out of five of our players, yet generated less than half of all bets. It was everywhere, but it wasn’t everything on the sportsbook. That’s why we set out to uncover the insights that many operators might otherwise overlook.”
The season remains early enough for operators to convert all 10 insights into measurable sportsbook growth over the next ten months.
Reporting: G3 Newswire
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
Tournament betting is now ambient, not destination—operators who embed insights into everyday sportsbook architecture will hold retention advantage.
We've watched operators treat mega-events as acquisition spikes, then revert to baseline. BETBY's data confirms what we see across our sportsbook partnerships: desktop whales, non-match-day casino cross-sell, stake growth drivers—these apply every weekend. Smart operators build year-round playbooks from tournament learnings, not one-off campaigns.
- Only 18.84% of World Cup bets came through tournament pages—discovery is distributed
- Desktop delivered 30.24% of turnover from just 13.14% of players—high-value segment persists
- BETBY.Games activity rose on non-match days—cross-product engagement is real retention lever
SCCG angle: We connect sportsbook operators with providers like BETBY and help translate tournament data into structural product changes—navigation, cross-sell, desktop optimization—using our network of platform, content, and retention tech partners who execute on these insights daily.
Gaming, betting and prediction markets — the desk’s read, every weekday.
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